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I. 何謂行銷策略？
I. What is Marketing Strategy?
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課 |
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課程單元/讀物 |
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1 |
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導論
Introduction. |
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2 |
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Coors.
哈佛商學院﹝Harvard Business School﹞
個案編號•9-388-014.
Coors. Harvard Business School Case #9-388-014. |
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II. 何謂發現利潤機會策略？
II. What is Finding Profit Opportunities Strategy?
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課 |
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課程單元/讀物 |
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3 |
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Prelude.
哈佛商學院﹝Harvard Business School﹞
個案編號•#9-373-052.
Prelude. Harvard Business School Case #9-373-052. |
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4 |
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迪士尼公司：娛樂業之王
哈佛商學院﹝Harvard Business School﹞
個案編號•9-701-035
The Walt Disney Company: The Entertainment King. Harvard Business School Case #9-701-035. |
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任天堂 & 世嘉﹝SEGA﹞
哈佛商學院﹝Harvard Business School﹞
個案編號•9-795-102 & 103
﹝共兩篇﹞
Nintendo & Sega. Harvard Business School Cases #9-795-102 & 9-795-103. |
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瀏覽器大戰
哈佛商學院﹝Harvard Business School﹞
個案編號•9-798-094.
Browser Wars. Harvard Business School Case #9-798-094. |
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III. 創造競爭優勢
III. Creating Competitive Advantage
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課 |
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課程單元/讀物 |
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論文：Wernerfelt著 《行銷設計的效率效標》
Wernerfelt, Birger. "An Efficiency Criterion for Marketing Design."
(譯註：本門課程的指導教授Wernerfelt，以提出「公司應以能掌握的有形、無形資源為擬定策略之依據」﹝即所謂的資源基礎觀點﹞而聞名學界。本文發表於Journal of Marketing Research 學術期刊。
全文PDF網址
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8 |
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EMI 和電腦斷層掃描儀 ﹝A﹞.
哈佛商學院﹝Harvard Business School﹞
個案編號•9-383-194.
EMI and the CT-scanner (A). Harvard Business School Case #9-383-194. |
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Nutrasweet (A-G).
哈佛商學院﹝Harvard Business School﹞
個案編號•9-794-079,…,085 ﹝共七篇，B-G於課堂上才分發﹞
Nutrasweet (A-G). Harvard Business School Cases #9-794-079,…,085 (B-G given out in class). |
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Flightsafety (A-B).
哈佛商學院﹝Harvard Business School﹞
個案編號•9-799-113, 114
﹝共兩篇，B篇於課堂上才分發﹞
Flightsafety (A-B). Harvard Business School Cases #9-799-113 & 9-799-114 (B given out in class). |
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沃爾瑪百貨公司
哈佛商學院﹝Harvard Business School﹞
個案編號•9-794-024.
Wal-Mart Stores, Inc. Harvard Business School Case #9-794-024. |
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12 |
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期中考試
Mid-term Exam. |
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Marks and Spencer.
哈佛商學院﹝Harvard Business School﹞
個案編號•9-391-089, 090.
﹝共兩篇﹞
Marks and Spencer. Harvard Business School Cases #9-391-089 and 9-391-090. |
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IV. 挑戰競爭優勢
IV. Challenging Competitive Advantage
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課 |
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課程單元/讀物 |
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Collis and Montgomery合著 ：《企業策略》一書中的第二章〈資源和租金〉
Collis and Montgomery. "Resources and Rents."
(譯註：Collis和Montogmery兩位也是倡導「資源基礎說」的知名學者，《企業策略》一書為兩人主要著作，由麥格羅希爾公司出版：網址 |
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15 |
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﹝美國﹞西南航空公司 (A). 哈佛商學院﹝Harvard Business School﹞
個案編號•575060
Southwest Airlines (A). Harvard Business School Case 575060. |
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Head Ski.
哈佛商學院﹝Harvard Business School﹞
個案編號•313120
Head Ski. Harvard Business School Case 313120. |
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17 |
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抱怨信
Complaint Letters.
(譯註：本堂課旨在闡述客訴管理之價值。)
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Jan Carlzon: CEO at SAS (A)
哈佛商學院﹝Harvard Business School﹞
個案編號•392149
SAS (A). Harvard Business School Case #593-001-1.
(譯註：原文編號錯，且和SAS公司有關之個案不少，此處選出本人認為吻合右列題目描述者。
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福斯廣播公司(Fox)
哈佛商學院﹝Harvard Business School﹞
個案編號•9-387-096.
Fox. Harvard Business School Case #9-387-096. |
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20 |
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E-trade.
史丹佛﹝Stanford﹞
個案編號M-286.
E-trade. Stanford Case #M-286.
(譯註：本個案亦可在哈佛商學院網站購得，編號M286)
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V. 創造企業優勢
V. Creating Corporate Advantage
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課 |
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課程單元/讀物 |
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21 |
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Collis and Montgomery合著 ：<創造企業優勢> ﹝Creating Corporate Advantage﹞《哈佛商業評論》﹝Harvard Business Review﹞
文章編號•98303
*編按：本文收錄於《哈佛商業評論》1998年5/6月號。內容仍為以資源基礎說解釋案例為主軸。簡介請參照址：
Collis and Montgomery. "Creating Corporate Advantage." Harvard Business Review. #98303. |
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22 |
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好市多公司
哈佛商學院﹝Harvard Business School﹞
個案編號•9-599-041.
Costco Companies. Harvard Business School Case #9-599-041. |
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23 |
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Newell.
哈佛商學院﹝Harvard Business School﹞
個案編號•9-799-139.
Newell. Harvard Business School Case #9-799-139. |
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24 |
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最後一堂教授講課
Final Lecture. |
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25 |
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期末考試 / 繳交期末報告
Final Exam / Paper Due. |
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